Payne will manage a 14-strong team incorporating in-house marketing and market research. He will also oversee Future's ad planning and marketing strategies across its brands.
He reports to Future's publishing director Niall Ferguson and will work closely with the publisher's senior commercial team, including Kurt Edwards the publisher's digital commercial director appointed in September last year.
Simon Wear, chief operating officer of Future UK, said: "The addition of an experienced ad planning director was the next step in the development of our senior commercial team – as we continue to strengthen our offer for our advertising partners.
"With his vast contacts book, industry knowledge and strategic planning pedigree, Steve is ideally placed to help agencies and clients understand how Future can help them to get maximum commercial benefit from our enthusiast brands."
Payne had senior communications planning responsibilities on the General Motors and Vodafone accounts at Carat. Prior to joining Carat, he worked as head of integrated solutions for Associated Press and also had a stint as strategic planning director for Emap Advertising.
Earlier this month Future announced plans to launch a new quarterly magazine in March called Comic Heroes, celebrating cartoon superheroes.
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